Value Proposition: How to leverage your company's most valuable asset in your marketing

The recording of this webinar will be available Thursday, November 19th at:

http://bit.ly/17JesOC

Commoditization is the enemy of every marketing manager. The only thing that stands between you and the razor-thin margins of price-first shoppers is your company’s value proposition. How can you communicate a credible, true promise of value that will resonate with your customers?

Putting a company-level value proposition into action is no easy task. Perhaps that’s why 48% of CMOs do not have confidence in their marketing team’s ability to communicate company or product value propositions, according to MarketingSherpa research.

5.
Speaker
Tony leads the Optimization Team at MECLABS and is responsible
for guiding test strategy and design for many of MECLABS’
Research Partners.
Tony Doty
He has extensive experience managing and supporting
optimization projects from experimental design through results
interpretation for Partners with varying levels of testing
experience.
Associate Director of Optimization
MECLABS
@TheRealTonyDoty
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7.
Value Proposition
How to turn that shiny new value
prop into a high-performing page
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8.
What have we heard?
“The logical step that is missing is to
show how this value proposition is
used to craft marketing collateral.”
“A single statement by itself is unlikely to
provide sufficient detail for someone to buy
or take the first step in a sales process.”
“I know this page is not
properly communicating
our value proposition, but
I need some help getting
the message out!”
“I need help
implementing the
value proposition
strategies.”
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9.
Now that I have a value proposition statement …
What do I do next?
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10.
Why should I buy from you rather
than your competitors?
PRIMARY
PROSPECT
BUTTON
PRODUCT
10
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PROCESS

11.
Primary – Why should I buy from you
rather than your competitors?
PRIMARY
Prospect – Why should a specific
prospect group buy from you rather
than your competitors?
PROSPECT
Product – Why should I buy a specific
product from you rather than your
competitors’ products?
BUTTON
Process – Why should I take a specific
action on your site?
PRODUCT
11
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PROCESS

12.
Why should this prospect
group buy from I buy from you
Primary – Why should you rather than
your competitors?
rather than your competitors?
PRIMARY
Prospect – Why should a specific
prospect group buy from you rather
than your competitors?
PROSPECT
Product – Why should I buy a specific
product from you rather than your
competitors’ products?
BUTTON
Process – Why should I take a specific
action on your site?
PRODUCT
12
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PROCESS

25.
What do we express?
Infuse continuity
• Communicate value through every step of your funnel
But don’t be repetitive
• Different value points will be more relevant at different stages
in the funnel
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26.
What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Increasing Granularity
PPC Ad
Product Page
Features Page
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Shopping Cart
Checkout

27.
What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Examples
• Location: Homepage
• Messaging: Briefly introduce your company and direct visitors to the page
they need
• Location: PPC ad/Display ad
• Messaging: Capture attention and elicit a click to get them on a landing
page
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29.
What do we express?
Choose one page at a time to focus on.
• Don’t overwhelm yourself by trying to optimize your entire funnel at
once
Concentrate your messaging on your value proposition statement.
When [Prospect A] leaves this page,
I want them to know X, Y and Z
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TEST IT!

30.
What do we express?
Choose one page at a time to focus on
• Don’t overwhelm yourself by trying to optimize your entire funnel at once
If everything is a priority,
Concentrate your messaging on your value proposition statement.
then nothing is a priority.
When [Prospect A] leaves this page,
I want them to know X, Y, and Z
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TEST IT!

31.
What do we express?
Back up your claims with evidentials.
• Evidentials are “proof points” that add credibility
Evidentials incorporate:
• Specification
Ex. Holds certifications in Cisco CCDE & CCIE
• Quantification
Ex. We have analyzed over 5 million calls
• Verification
Ex. 2013 JD Power Award for Best Customer Service
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32.
How do we express it?
The value proposition statement is a guide, not a template.
A single
statement by itself
is unlikely to
provide sufficient
detail for someone
to buy or take the
first step in a sales
process.
• The expression is an interpretation of the statement
• Expression will change based on where you are communicating it
• The claims you emphasize
• The tone you use
• The amount of detail
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33.
How do we express it?
The value proposition statement is a guide not a template
• The expression is an interpretation of the statement
• Expression will change based on where you are communicating it
• The claims you emphasize
• The tone you use
• The amount of detail you go in to
Do not copy and paste your
statement onto a page.
A single
statement by itself
is unlikely to
provide sufficient
detail for someone
to buy or take the
first step in a sales
process.
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34.
How do we express it?
Turn your company-focused statement into customer-focused
communication.
• Your features do not matter if the customer does not understand how it
benefits them.
Example:
Company-focused: Babies R Us has over 872 store locations and an online store.
Customer-focused: Babies R Us offers convenient online and in-store shopping so
friends and relatives can easily buy and send the right gift directly to the expectant
parents.
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35.
How do we express it?
Express your value proposition with more than just copy.
• Congruence: Every element on the page supports your value proposition.
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37.
Next Steps
Interested in a demo?
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
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Need it today
www.act-on.com | @ActOnSoftware | #ActOnSW

38.
How do we express it?
Express your value proposition with more than just copy
• Congruence: every element on the page supports your value proposition
But your value proposition is not just
copy!
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54.
Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
• You cannot assume what points of value will resonate most with your
customers
You will need more than one test!
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55.
Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
You do not create your value proposition …
• You cannot assume what points of value will resonate most with your
customer
You discover it.
You will need more than one test!
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